SoFi Internship
Online & In-store cashback redesigned
MY ROLE
Product Designer Intern
PLATFORMS
Mobile
timeline
3 months, June -Aug 2023
TOOLs
Figma, Amplitude, UserZoom
goal & contribution
I was task to evaluate and improve the online and in-store cashback experience on SoFi mobile APP. I was responsible for user research, wireframing, UXUI design, stakeholder interviews, competitor analysis, prototyping & usability testing.
IMPACT
Redesigned of the bank cashback program, anticipating a 35% increase in user enrollment and a 43% rise in user satisfaction scores, as confirmed by quantitative usability testing.
summary
Resurface cashback’s value to SoFi card holders
SoFi debit card cashback is valuable to customers, but very little are using it. I conducted an extensive research and identified UX issues in feature discovery, earning flow, and celebrations. My proposed a redesign to help budget-conscious spenders to quickly find relevant brands in cashback and enjoy a rewarding experience.
main screen flow
introduction
what
Local Offers is SoFi’s cashback program for debit card purchases in nearby restaurants.
for who
Budget-conscious spenders who value saving small equals saving more.
why design
Few people uses Local Offers. Why?
Is it still valuable to users and SoFi?
research
What’s not working with current cashback?
Over the span of 4 weeks, I conducted 5 user interviews with real SoFi members, 12 stakeholder interviews, 12 competitor case studies, and data analysis in Amplitude.
research questions
Relevance
Do users care about cashback?
What do users value?
Awareness
Do users know about this feature?
Can users easily access it?
Engagement & Retention
How often do users use cashback?
Are people getting the rewards?
painpoints deep dive
User expressed strong interests in cashback, but experience difficulties using it.
I didn’t know we have that
Users forget about its existence after enrollment or never notice it.
Entrance hard to discover
Weak value proposition
I don’t know how to use it
Users don’t find offers useful or relevant to their everyday lives.
Confusing UX copy
Complex rule to receive rewards
I don’t feel like using it
Users found the offer activation process and terms confusing.
Not finding relevant brands
Didn’t realize they received the cashback rewards.
How might we
help budget-conscious spenders save money by finding relevant brands and getting more discount?
I know about how to find merchants I prefer
I understand the rules and can easily receive cashback
I want to keep getting using the feature
design solution - 1
Show me what I care when I need it.
I didn’t know we have that
I know about how to find merchants I prefer
Increase entry discoverability with offer previews.
80% SoFi debit card users reported they never heard about cashback and failed to quickly locate the feature when asked to do so.
By giving users a preview of what’re available helps user to position themselves and envision the usage before clicking.
Old Version
Copy not directly associates with cashback
Weak value proposition during quick skim
redesign
Preview of available cashback offers
Highlight what users care about: brand + cashback percentage
Simplify UX copy for more direct cognitive association
Tell me what I care when I need it.
When user reaches the brand detail page, they look for more in-depth information about the merchant and the cashback restrictions. Redesign filters and highlighted the most relevant information and reduces visual noises.
design solution - 2
Simplify the cashback rules
I don’t know how to use it
I understand the rules and can easily receive cashback
app audit & user test
I don’t see what I care about
Research shows user care about cashback percentage the more than restaurant name.
Confusing jargon: Claim vs. Active
Current copy confuses users and doesn’t signify the active status well
3 rules to use cashback offers is confusing
Users are confused about different rules
Redesign information hierarchy by highlighting what user care about.
design comparison
Old Version
Copy not directly associates with cashback
Unnecessary numbering
Cashback percentage hard to read
Redesign
Separate status and CTA for clarity
Highlight what user cared: Cashback percentage
Users reported prefer distance over address
design solution - 3
Create delightful surprise
I don’t feel like using it
I want to keep getting using the feature
Celebrate earnings
From interviews with real SoFi customers, one user told me about her surprise discovery of cashback on her SoFi card statements after a spontaneous eat-out in Chicago, prompting her to actively seek and redeem cashback offers. I hope to recreate this delightful surprise experience for other users.
design comparison
Old Version
Buried in all the transactions
Redesign
Celebrate earnings
Help with feature discovery and value proposition
Impact
Save small = save more
Increase in user awareness and engagement.
Redesigned the bank cashback program, anticipating a 35% increase in user enrollment and a 43% rise in user satisfaction scores, as confirmed by usability testing with real SoFi users and recorded sessions on User Zoom.
35%
user enrollment rate
43%
satisfaction scores
takeaways
Things I've learned…
Stakeholder Collaboration
I closely collaborated with cross-functional stakeholders from the early concept visions to the final presentations. Fostering a supportive stakeholder network is essential to the success.
Quantitative vs Qualitative
I learned to balance quantitative and qualitative research results to inform design decisions and design products that meet user needs, business goals, and technical constraints.
